This ad will be closed automatically in X seconds.

The British Museum makes further in-roads in China

New commercial partnership secured with Alfilo Brands and Tmall.

The British Museum is continuing its growth in China, with Alfilo Brands revealing a newly elevated commercial partnership with Tmall.

Through the partnership Alfilo Brands will extend its development of licensed British Museum products with a variety of retail partners operating stores on Tmall over the next three years.

Alfilo Brands will continue to operate the museum’s store on Tmall and collaborate with Tmall on marketing campaigns to promote the museum’s products.

Since starting to work together in 2016, Alfilo Brands has developed over 500 products inspired by the museum’s cultural IP.

As a result, the British Museum now has the largest licensing programme in the cultural institution sector in China, with retail sales predicted to reach 350m yuan (US$51m) this year (inclusive of licensed merchandise, direct to retail and products under promotional licensing).

Products range from fashion, jewellery, home goods and textiles through to stationery and electronics.

“The IP themes and libraries we develop include rich content, such as narratives, prints and patterns, that are inspired by the museum’s celebrated artefacts, such as the Rosetta Stone and Greek pottery,” said Yizan He, founder and ceo of Alfilo Brands. “These IP assets allow our retail partners to create new and often completely unique products that are attractive and aspirational to consumers, especially in China where heritage is a deeply appreciated quality.”

The new partnership was marked during a signing ceremony hosted in the British Museum on December 12, attended by the museum’s chairman – Sir Richard Lambert – and senior executives from Tmall and Alfilo Brands (pictured).

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

The Pokémon Company International has launched monpoké - an expression featuring curated, Pokémon-branded baby and toddler offerings - for the first time outside of Asia....
Guests at the Brand & Lifestyle Licensing Awards tomorrow (Thursday 25 April) will have the chance to win a host of prizes, which have generously been donated for the raffle in aid of The Light Fund....
As we enter the five-month countdown to BLE, 157 companies have already been confirmed to exhibit, including six first timers - 24h Le Mans, The British Museum, Animaj, Cardio Bunny, Merchantwise Group and Unicast....
The gaming agency will specifically target opportunities and products that integrate Molang’s core message of kindness into the gaming experience....
Licensors and licensees down tools for some pre-Vegas Licensing Expo networking....
Specialist apparel licensee, Poetic Brands has secured a new deal to design, manufacture and distribute apparel for the UK market celebrating successful children’s publishing brand, That’s Not My…...
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.